Evaluating Media

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As noted in Table 8.3, there are definite inherent strengths and weaknesses associated with each medium. In addition, it would require extensive primary research either by the sponsoring firm or their advertising agency in order to assess how a particular message and the target audience would relate to a given medium. As a result, many advertisers rely heavily on the research findings provided by the medium, by their own experience, and by subjective appraisal.

Table 8.3 An appraisal of mass media
Type	Strengths	Weaknesses
Television	strong emotional impact mass coverage/small cost per impression repeat message creative flexibility entertaining/prestigious	high costs high clutter (too many ads) short-lived impression programming quality schedule inflexibility
Radio	provides immediacy low cost per impression highly flexible	limited national coverage high clutter less easily perceived during drive time fleeting message
Newspapers	flexibility community prestige market coverage offer merchandising services reader involvement	short life technical quality clutter timing flexibility two-tiered rate structure
Magazines	highly segmented audiences high-profile audiences reproduction qualities prestigious long life extra services	inflexible narrow audiences waste circulation high cost
Outdoor/transit	inexpensive flexible reminder repetition immediacy	short/concise messages negative reputation uncontrollable inflexible
Direct mail	flexibility develop complete/precise message supplement	negative image high cost per impression high production costs dependent upon mailing list
Specialty advertising (Directories, matchbooks, calendars, etc.)	positive reinforcement segmented markets flexible	wasteful expensive
Interactive	flexible repetition involvement	hard to measure limited market coverage uncontrollable

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Evaluating Media